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In May 2020, Benjamin Chua, the founder of Spic & Span, a cleaning company with a stated social mission to employ marginalized Singaporeans, was reviewing the company’s strategic goals. Since its founding in 2017, the start-up had become an award-winning company, and with the introduction of its new cleaning technology, Speco, in September 2019, new job opportunities had been brought to the table for cleaners and management staff alike. The company’s workforce had effectively doubled in size in less than a year. Spic & Span was expanding its services from condominiums and offices to schools, restaurants, hotels, transportations, hospitals, and homes. While the new technology had opened up new job opportunities for marginalized Singaporeans, it had also increased the level of job complexity. As a consequence, the turnover rate of newly employed staff had increased. Why were the cleaners not motivated by the new job opportunities? How could Chua motivate cleaners to stay with the company?

In May 2020, Benjamin Chua, the founder of Spic & Span, a cleaning company with a stated social mission to employ marginalized Singaporeans, was reviewing the company's strategic goals. Since its founding in 2017, the start-up had become an award-winning company, and with the introduction of its new cleaning technology, Speco, in September 2019, new job opportunities had been brought to the table for cleaners and management staff alike. The company's workforce had effectively doubled in size in less than a year. Spic & Span was expanding its services from condominiums and offices to schools, restaurants, hotels, transportations, hospitals, and homes. While the new technology had opened up new job opportunities for marginalized Singaporeans, it had also increased the level of job complexity. As a consequence, the turnover rate of newly employed staff had increased. Why were the cleaners not motivated by the new job opportunities? How could Chua motivate cleaners to stay with the company?